Symbolizing Status

ISBN-13: 9783659174155 / Angielski / Miękka / 2012 / 200 str.

Shoaib Ghani

Opis

Status symbols are an integral part of todays world. This book explores the social effects of status symbols on consumer behavior within the context of Pakistan. The book further explores the link between status symbols and social acceptance, and whether influencing pressures cause changes in buying behavior. It seeks to understand why people make purchasing decisions based on social conformity and how customers feel about counterfeit products. It explores the changing consumer trends and perceptions prevalent towards status symbols. The book begins by introducing the concept of status symbols and then reviews certain literature related to status symbols. Status symbols have an effect on social acceptance and consumers make purchasing decisions based on social conformity in order to gain acceptance and recognition within a social group. Influencing pressures cause changes in buying behavior. The book explores peoples image towards counterfeit products. Uncomfortable purchases are caused due to influential pressures. Identifying consumer trends helps marketers and companies to understand, meet and exceed the customers expectations.

O autorze

Shoaib Ghani has recently completed his Masters in Business Administration in Marketing from Bahria University Pakistan. He is amongst the few Pakistani Researchers working on Post Modern Marketing. His area of interest in Marketing is Consumer Behaviour.